The State of B2B Lead Generation 2013: Infographic

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BuyerZone surveyed a few hundred B2B lead buyers and asked them lots of questions about their lead generation practices. They told us a bunch of great information – but we distilled down the key …

BuyerZone surveyed a few hundred B2B lead buyers and asked them lots of questions about their lead generation practices. They told us a bunch of great information – but we distilled down the key takeways in this infographic.

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  • 1. T H E 2 013 S TAT E O F B 2 B L E A D G E N E R AT I O N SPOILER: TECHNOLOGY (STILL) MAKES A DIFFERENCE. T E C H N O L O G Y M AT T E R S ( D U H ) A N D C R M I S W H E R E I T A L L S TA R T S . OVERALL USE OF CRM HAS INCREASED BUT ADOPTION OF CRM INCREASED MOST AMONGST LARGER COMPANIES. 18% FROM 56% IN 2012 TO 74% IN 2013 (THESE GUYS) 50% 91% OF COMPANIES WITH LESS THAN 10 EMPLOYEES USE CRM 39% OF COMPANIES WITH MORE THAN 11 EMPLOYEES USE CRM 61% USE MARKETING AUTOMATION 30% DON’T USE MARKETING AUTOMATION AND... STILL DON’T KNOW WHAT IT IS. YIKES. T H E B I G G E R YO U A R E , T H E M O R E ( M A R K E T I N G ) A U T O M AT E D Y O U G E T. 26% OF COMPANIES WITH BETWEEN 11 AND 100 EMPLOYEES USE MARKETING AUTOMATION. 76% 18% OF COMPANIES WITH OVER 100 EMPLOYEES USE MARKETING AUTOMATION. OF COMPANIES WITH LESS USE MARKETING AUTOMATION. ILE E R DAT A B C U S T O M THAN 10 A S E M O B EMPLOYEES ILE C U S T O M E R DAT A B A S E M O B TECHNOLOGY IMPROVES PERCEP TION ILE C U S T O M E R DAT A B A S E M O B O F L E A D Q U A L I T Y. THOSE WHO AGREE THEIR LEADS ILE C S T O M E R DAT A B A S E M O B ARE OFUREASONABLE QUALITY THOSE WHO DISAGREE THAT THEIR LEADS ARE OF REASONABLE QUALITY USE CRM SYSTEMS. (89%) 53% ARE LESS LIKELY TO USE CRM. (78%) USE MARKETING AUTOMATION . DON’T USE MARKETING AUTOMATION. ONLY 29% USE MARKETING AUTOMATION 53% 90% UNDERSTAND THEY’RE GETTING ENOUGH LEADS. ARE ADAMANT THEY ARE NOT GETTING ENOUGH LEADS. SPEED OF LEAD FOLLOW-UP MIGHT N O T B E S O I M P O R TA N T. 16% FEWER 49% FOLLOW UP WITHIN AN HOUR THIS YEAR OVER LAST. SAY THE FIRST PLACE A LEAD IS ROUTED IS SALES. 63% NURTURE ME! ARE BUYING EARLY STAGE LEADS. ONLY 34% OF THOSE USING CRM + M/A FOLLOW UP WITHIN AN HOUR. WHILE HMMMMMMMM 64% HMMMMMMMM OF THOSE NOT USING CRM + MA FOLLOW UP WITHIN AN HOUR. THE TAKEAWAY: SPEED OF LEAD FOLLOW-UP SHOULD MATCH THE STAGE OF THE LEAD AND B2B MARKETERS USING TECHNOLOGY SEEM TO BE GET TING THAT. OVER ALL , B2B MARK ETER S S TILL AREN’T GETTING ENOUGH LEADS. 56% 45% SLIGHTLY DISAGREE OR STRONGLY DISAGREE THAT THEY ARE GETTING ENOUGH LEADS, ONLY A SAY LEAD GEN BUDGETS ARE GROWING. 2% DROP FROM 2012. AND 31% SAID THAT WITH AN UNLIMITED LEAD GENER ATION BUDGET, THEY WOULD BUY MORE LEADS. C O M PA N I E S A R E U S I N G LOTS OF LEAD SOURCES. THE NUMBER OF SOURCES USED BY B2B MARKETERS HA S INCREA SED BY OVER 50% 4.1 6.4 SOURCES IN 2012 SOURCES IN 2013 THE BIGGER YOU ARE, THE WIDER YOUR NET. COMPANIES WITH OVER 100 EMPLOYEES USE AN AVERAGE OF COMPANIES WITH BETWEEN 11 AND 100 EMPLOYEES USE AN AVERAGE OF COMPANIES WITH FEWER THAN 10 EMPLOYEES USE AN AVERAGE OF SOURCES SOURCES SOURCES 8.4 6.1 4.5 B2B M ARK ETER S ARE TR ACK IN G B U T T H O S E W H O D O N ’ T, W O N ’ T. 13% OF B2B MARKETERS DON’T TR ACK LEADS. OF WHICH 53% STRONGLY DISAGREE THAT THEY GET ENOUGH LEADS. BUT HOW COULD THEY EVEN KNOW? T E C H C O U L D R E A L LY B E N E F I T S M A L L B U S I N E S S E S B U T H A S N ’ T Y E T. W H AT W E K N OW COMPANIES WITH FEWER THAN 10 EMPLOYEES ONLY 50 % USE CRM. COMPANIES WITH MORE THAN 10 EMPLOYEES 91% USE CRM. 26 % WITH FEWER THAN 10 0 EMPLOY EES ONLY 18 % USE MARKETING USE MARK ETING AUTOMATION, AUTOMATION. AND 76 % WITH MORE THAN 10 0 71% ROUTE LEADS DIRECTLY TO SALES. 41% ROUTE LEADS DIRECTLY TO SALES. BUT AND YET 64% SLIGHTLY OR STRONGLY DISAGREE THAT THE QUALITY OF LEADS THEY RECEIVE IS REASONABLE. EMPLOY EES USE M/A . O N LY 50% SLIGHTLY OR STRONGLY DISAGREE THAT THE QUALITY OF LEADS THEY RECEIVE IS REASONABLE. IF COMPANIES THAT USE CRM AND M/A ARE HAPPIER WITH THE QUALIT Y OF LEADS, THEN EVEN THOUGH SMALL BUSINESSES ARE LESS LIKELY TO USE TECHNOLOGY, THEY SHOULD. Source: Data aggregated from a survey of 175+ BuyerZone clients, emedia clients and B2B members of LeadsCouncil. BuyerZone is the leading online B2B lead generation company. Learn more at www.buyerzone.com/leads. © 2 013 B U Y E R ZO N E .CO M , LLC Co-sponsored by emedia and LeadsCouncil